Databases, Web Apps, And APIs: Realities Of The Tech-Enabled CMO

By honing technology expertise in the realms of database marketing, web application architecture, and API integration, CMOs have the ability to solidify their seats at the executive table and truly drive change for their organizations both internally and with their customers.

If you are a chief marketing officer in 2016, your ability to leverage the power of technology is increasingly tied to your ability to be successful.

The Gartner prediction that CMOs will outspend CIOs in the tech realm by 2017 is quickly becoming a reality. The more technology-enabled consumers become, the more important the role of technology becomes in piecing together an increasingly complex puzzle of behaviors, preferences, and customer feedback.

CMOs who can leverage the power of technology to pull this puzzle together in a complex digital environment are in a position to drive measureable results for not only their departments, but their organizations as a whole. As 2017 looms on the horizon, three critical technology concepts are becoming staples in the arsenal of successful CMOs: a solid understanding of database marketing, web application architecture, and API integration.

Today’s CMOs must be database marketers—all the way down to their DNA. Saying, “I don’t know how structured data works” in 2016 is tantamount to saying, “I don’t understand how marketing works.”

Effective marketing in the digital era relies on a concrete understanding of audience segments, behaviors, and preferences. Marketers who can quickly leverage that knowledge against the trend information pouring in through transactional but structured, as well as unstructured data, are laying the foundation upon which agile marketing or real-time marketing efforts are built. If data is incomplete, inaccurate, or slow to update, the chances of directing a cohesive, data-driven marketing effort are slim to none.

In addition to database marketing, CMOs need to understand web application architecture. With 80% of internet users owning a smartphone and apps accounting for 89% of mobile media time, today’s CMO needs to think about much more than just a desktop-friendly website.

In addition to device considerations are questions of security, information gathering protocol, storage, and speed, all of which rely on solid end-to-end architecture. Modern-day web architecture can vary greatly depending on the relationship between your brand and the customer. Because of this, the CMO needs to be able to understand the relationship between the front end, back end, frameworks, database, server software, and server hardware. Without some understanding of these layers, it is nearly impossible for a CMO to participate in meaningful conversations and investment decisions with a CIO, CTO, or technology-support team.

Finally, marketing leaders must be able to orchestrate the strategy behind API integration. At a high level, APIs are the hooks that pull all of the technology platforms together.

Unfortunately, studies reveal that companies often have a limited view of the customer, some claiming only 6% have clear sight, while others say 24%. Of critical importance is the idea that a majority of organizations do not have an accurate view of their customers. This role is falling increasingly into the hands of the CMO.

It is important to note that this task extends beyond marketing technology and requires the ability to connect and leverage intelligence pouring in from all arms of the business. Customer databases, ERP systems, and customer service records all need to be able to talk to each other in order provide the bigger picture of what a company or organization can do to have more meaningful relationships and engagement with its audience. When CMOs can leverage the power of connecting business systems and technology, they can dramatically improve their ability—and their organizations’ ability—to make data-driven decisions.

With CMO tenure hitting a record low in 2016, dropping from 48 months to 44 months, the pressure to prove measurable value has increased dramatically. In recent years, debate over the strategic value of a CMTO (chief marketing technology officer) role is speaking to the need for a leadership role that understands both marketing and technology in order to grow an effective relationship with the growing population of digital natives.

By honing technology expertise in the realms of database marketing, web application architecture, and API integration, CMOs have the ability to solidify their seats at the executive table and truly drive change for their organizations both internally and with their customers.